Cooper’s Sparkling Ale promises its ale will never change in latest campaign via KWP! Adelaide
Since 1862 the Cooper family has been brewing the same Sparkling Ale they are today.
So with the help of long-standing agency KWP! Advertising, Adelaide, its new ‘Unchanged’ integrated campaign highlights the family’s enduring dedication to consistency and makes a promise: they haven’t changed and never will.
The Sparkling Ale campaign will also cover digital, print and outdoor formats across the country, featuring the messages Hasn’t, Couldn’t, Wouldn’t and Unchanged and Family Owned Since 1862.
Coopers sales and marketing director, Cam Pearce, said the campaign was designed to underline the history, quality and consistency of Coopers Sparkling Ale, which was one of the first beers brewed by Thomas Cooper in 1862.
Says Pearce: “Our commitment to quality and consistency hasn’t changed for over 150 years. We’ve never compromised on quality, and never could, and we wouldn’t change a thing.
“The new campaign is a reflection of this, with the title Hasn’t, Couldn’t, Wouldn’t further reinforcing Coopers Sparkling Ale’s position as the true original craft beer.”
The meanings behind the Coopers Sparkling Ale Hasn’t, Couldn’t, Wouldn’t messages are:
Hasn’t – In 1862, our founding father Thomas Cooper began brewing some of the finest bottle fermented ales in the country. While our nation has changed considerably since then, and fashions have come and gone, our family has continued to produce the same premium quality beer we did all those years ago. That hasn’t changed. So when you open a Coopers, take a moment to consider our dedication to consistency, and enjoy what 154 years of craft can produce.
Couldn’t – Being around for as long as we have, we’ve faced our fair share of tough times. But we’ve always known what was most important to our family – our beer. That’s why we’ve never compromised on quality, and never could.
Wouldn’t – Over the last 154 years we’ve changed some things and we’ve seen a lot of things change too. But when it comes to the quality of our beer – we wouldn’t change a thing.
Says Pearce: “Coopers Sparkling Ale is a beer that has stood the test of time and is still being enjoyed by consumers the world over today.”
12 Comments
Kinda boring but it will probably work on some level.
“How about we spend the budget on the track?”
“Yep.”
Have always thought that in this age of “craft brewing” (relatively recent/fadish phenomena) that Coopers can make a heritage claim in that area that kills all others (which I think is a bit stronger than just “family owned”).
Craft brewing? Been doing it since 1862.
Also helped by the fact that Coopers price point is affordable and realistic by comparison to other “craft” beers.
Is that MM on vocals?
Wtf is this?
Did I really just spend a minute of my life watching someone pour a beer in slow motion?
What the f*ck is the idea!?
Argh, now I’m angry.
@Ivanna – i think they did that ad as a poster already. Or someone did.
Tired old song for a tired old beer.
This ad came on in a cinema while we waiting for the movie War Dogs to start.
My wife doesn’t like beer, but she thought this ad was great. I thought it was so so. My point is that based on a sample size of two, people who don’t work in ads will love this one. People who do probably will like the throwback quality of it.
Meanwhile, Jonah Hill really packed it on for War Dogs. He’s immense. That alone is reason to watch, along with his super weird laugh. But the movie was pretty good too. Something about gun movies that really makes you want to fire off ten rounds into the ceiling, sit back and enjoy the screams. And vote for Trump. Just kidding. I’d never discharge a weapon inside. We shook things up and saw it midday on Sunday. Afterwards there was still time to get some shopping in, and on a whim we decided to get matching new iPhones. Didn’t even compare plans. Hashtag thug motherfuckin lyfe.
BORING! Static MRECs on outdated 90’s websites sell beer better than this ad. And they forgot the condensation. Or is South Australia too cold for condensation to occur. Looks like warm piss without it.
Thanks for the movie review @Copy Desk. Could you check out the new Ricky Gervais for me? I read today that it’s awful, but I’d like a second opinion before I spend $15 on a ticket. He certainly is an acquired taste. A bit like Coopers Sparkling Ale, really.
Two things:
1. The head on the pint as it finishes being poured is crap.
2. This is clearly a case of creating marketing that talks to marketers. I can just hear the conversation: “our product is so f*cking lovely, let’s just show it for a minute over a charming, funny golden oldie tune”
So old.. just like the song and the creative ppl behind it. Doesn’t even look like sparkling!